1 million bottles recycled in Iceland’s reverse vending machines

Iceland has recycled more than 1 million plastic bottles since May 2018, following its industry-leading move to trial reverse vending machines in a selection of its stores. Bottle return data and customer insight were taken from Iceland’s five stores that had reverse vending machines installed during the last year: Fulham, Mold, Musselburgh and Wolverhampton in May-June 2018, and Belfast in January 2019.

During the trial, customers have responded extremely positively with two thirds of customers citing environmental concerns as the main reason they used the machines.

The trial highlights widespread consumer support for the introduction of a deposit return scheme, with 96% of Iceland shoppers believing the scheme should be extended to all retailers.

See our press release here.